Axel Paulson

Even though the direct marketing community has gone Internet-dippy, direct mail is still the workhorse of direct marketing—and will be for a long time to come. For starters: •More money is spent on direct mail than any other medium—$80 billion in the year 2000 vs. $7 billion on the Internet. (Telephone marketers will insist that their medium is bigger. However, half of telemarketing is inbound—much of it a response to leads, orders and contributions derived from direct mail, DRTV and space ads.) • Direct mail is the medium of choice when it comes to talking to your customers. Many different media are employed

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